Fashion can hide a bloody truth, but not from PETA.
This year, 50 million animals will die in the name of fashion. Leading animal rights charity, PETA, wanted to remind fashionistas about this in a way they couldn’t miss or ignore; on one of their favorite social media platforms, Pinterest.
The ‘Behind Fashion’ campaign, developed by BBDo Dusseldorf, was designed to coincide with the worldwide Fashion Week season.
Starting with Berlin Fashion Week, five ‘fashion’ images disguised, as Fall/Winter collections were seeded and key worded, to easily show up in Pinterest. When the fashion crowd expanded the pins, they could literally see the whole picture.
BDDO Dusseldorf CCO Darren Richardson says: “Just like the clothes, each image hide the bloody truth behind fashion. The smart use of a native media format cuts straight through to our target audience, in a uniquely powerful way.”
A click further on the images takes the user to the alternative PETA vegan fashion platform that allows you to be fashionable and ethical too.
The campaign has been adopted by PETA in different countries and almost half a million people have viewed the campaign so far, plus hundreds of bloggers, industry figureheads and activists pinned and repinned it.
There has been an 800% surge in the number of visitors to the PETA “how to wear vegan” platform.
